| The research target of this paper is R Props Production Company and the display prop industry.As a branch of the exhibition and display industry,the display prop industry mainly undertakes installation,enclosure,supporting,hanging,posting and marking of exhibit instruments for such brick-mortar areas as stores,shopping malls,companies,private houses,public places and exhibitions.The products involved are widely applied almost everywhere.R Props Production Company,which the paper has researched,basically designs,makes,transports,installs,and maintains display props for commercial space.Its total business turnover has stopped growing for 3 years consecutively,but its various costs have increased year by year,so its profit rate has dropped in successive years and the total profits have demonstrated the shrinking trend.Thus,it has realized the importance of promoting the business revenues and reducing different costs,i.e.expanding the market needs,increasing other clients,and reducing the production and management costs.How to expand the market needs and the client groups rapidly,reduce the internal consumption and costs,promote the competitiveness and the core competitiveness,how to make selections and how to start have been the problems to be settled by R.Adopting Michael Porter’s Five Forces Model and the competitive strategies for core competitiveness cultivating,this paper has analyzed in detail the competition pattern of the display props production industry,compare R’s business mode with that of its rivals having the similar businesses,analyzed its relative competitive advantages and disadvantages,and discussed the ways for R to build and develop its core competitiveness with its internal resources and capabilities,establish the integrated service mode,affect and change the current competitive pattern,and take the advantageous role in competition.By analyzing the situation based on the internal and external competition environment conditions and the internal advantages and disadvantages and external opportunities and threats with the SWOT approach,this paper has found through comparative analysis that R should own the following key competitive elements to gain the advantageous role in the display props industry: developing the integrated-service core competitiveness mode,concentrating core resources to improve the internal management,enhancing the talent cultivation,strengthening the brand promotion and the brand image and reputation establishment,accelerating the product innovation,and building the service system with high added values.Through the strategic implementation,achieve finally R Props Production Company in 2017,business sales and profit growth objectives. |
